In scrap we trust: on the road at the first Carbage Run Germany
Our craziest project: the first Carbage Run Germany! Take 250 old rust buckets (older than 20 years, not more than 500 Euro), crazy styled, and likewise crazy drivers, and send them on a 2.500 km five day tour through Germany, Poland, Slovakia, Hungary, Croatia and Slovenia. Of course with little nasty daily challenges. And a winner chosen by everyone. And then it was only 1,000 kilometres back home.
With Dutch and Danish scrap car enthusiasts the concept worked out great. But with the Germans? From the outset it was clear that nothing could be done within the framework of classic (advertising) and PR. A comprehensive social media concept, which relied heavily on user-generated content, brought success.
The run was fully booked within days, nobody knew where it was going, but everyone knew what to expect. Of course we didn’t let it slip away and were there with our best mate and a 1991 Toyota Celica as the team “Fakenews”. Great fun.
Concept and Strategy
Influencer & Blogger Relations
Media Research Trips